Nickelodeon
Universe

Can we be relevant again with bored teens?

Nickelodeon Universe is the indoor theme park at Mall of America and helps draw over 37 million visitors a year — more than the entire city of Las Vegas. But even with some exciting new rides, the numbers of the profitable teen audience—and their chauffeurs, aka parents—were in decline. We knew teens were always looking for experiences to share socially, so we needed to give them a good reason to hit the mall again by demonstrating the amped-up intensity and memorability of the new rides. Enter the anti-hero scream collector, a screamologist lurking in his lab high above the mall with his interns, collecting the screams of unsuspecting teens. And a new media strategy to instantly upload ride screams to billboards and social feeds all over town.